Emotional or informative? Creative or boring? The effectiveness of different types of radio commercial

On the basis of 17 characteristics of 100 Belgian radio commercials (amount of information and brand quotes, humour, emotionality, eroticism, music, actionimpulse, and so on), three types of radio spot were identified: image-dominant and emotional/creative spots, information-dominant and emotional/creative spots, and information-dominant and non-emotional/not creative spots.

Emotional or Informative? Creative or Boring?

The Effectiveness of Different Types of Radio Commercial

Wim JanssensUniversity of Antwerp

Patrick De PelsmackerUniversity of Antwerp Ghent University

INTRODUCTION

Advertising professionals can use a multitude of appeals, formats and execution strategies to get their messages across. Two types of appeal can be distinguished: emotional and rational/informative messages. Emotional appeals are executions the main purpose of which is to elicit an affective or emotional response. Advertising professionals frequently employ different types of emotional execution, such as humour, eroticism, warmth, fear appeals and music. Rational/informative appeals, on the other hand, contain evaluative messages...

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